أثر التسويق الرياضى لشركات الطيران على اتخاذ قرار الشراء

Abstract EN

The study aims to investigate the role of sports marketing in airlines in their customer's decision-making, two questionnaires were distributed to a random sample of passengers and employers of airlines to collect the study data, SPSS 20 was used for analyzing the data test the study hypotheses, The study has revealed that there is a significant role of sports marketing in airlines in passengers decisions making, the study reached a set of recommendations, the most important of which is the adoption of an intellectual climate that allows increasing knowledge of sport marketing strategies and their development and spreading the principles of sports marketing among employers in airlines.

Determining the appropriate marketing strategies and techniques for each segment of passengers, identifying their needs, desires, and purchasing capabilities, directing advertisements and promotional campaigns capable of attracting the attention and interest of passengers, and creating the desire to buy the airline ticket.